Adidas has signed a multi-year partnership with the future Audi Formula One team, further extending its presence in motorsport. The German sportswear maker will design high-performance apparel, footwear and accessories for drivers, mechanics, and wider team staff, while also rolling out a merchandise line for fans. The collaboration comes ahead of Audi’s expected debut in Formula One at the start of the 2026 season.
A growing focus on Formula One
The move underscores Adidas’ growing focus on Formula One, a sport that has seen a sharp rise in global viewership and commercial interest in recent years. The agreement will allow Adidas to supply performance-driven gear for the Audi F1 team, while also tapping into the sport’s fan culture through a lifestyle-oriented collection. The fan merchandise—covering apparel, shoes, and accessories—will be released prior to Audi’s first race, giving supporters an opportunity to associate with the new entrant from day one.
Adidas chief executive Bjoern Gulden said the partnership symbolises a “new chapter in motorsport” and aligns with the brand’s efforts to collaborate with teams and organisations that share its values of innovation and performance. “Bringing together the iconic Four Rings and our Three Stripes to the 2026 paddock marks an exciting new chapter in motorsport,” he said.
Audi’s Formula One entry
Audi is preparing to join Formula One as part of the Sauber Motorsport group in 2026, when new engine regulations come into effect. Jonathan Wheatley, team principal of the future Audi F1 team, said the partnership would equip staff with role-specific technical gear aimed at enhancing performance. Beyond that, he added, the collaboration seeks to engage a younger generation of motorsport fans.
Gernot Döllner, CEO of Audi AG and chairman of Sauber Motorsport AG, said the tie-up builds on decades of collaboration between Adidas and Audi in top-level sports. The adidas x Audi F1 collection is scheduled to be unveiled in early 2026.